Social Media Marketing: the most effective is the least measurable
The so-called social media ( "Social Web") are changing the way companies communicate with their customers and markets. If there is a hot topic among professionals from the marketing of technology products that is Social Media Marketing, not only because the figures show that shoppers are increasingly involved in these media, but because in many marketing budgets "crisis" the investment in them is increasing.
However, this is a simmering issue for which there is not even a stable definition. Therefore it is useful to the publication of studies such as the "2009 Social Media Benchmark & PR Guide" by MarketingSherpa, which helps us identify what works and what does not in the field of Marketing and Public Relations in Social Media and incorporate these techniques in our plans.
The study defines the Marketing and Public Relations Social Media as "the practice of facilitating dialogue between business and share content, influence, prospects and customers through the use of various social platforms, including blogs, social and professional networks, sharing videos and photos, wikis, forums and other Web 2.0 related technologies. " Basically, social media marketing is to connect with consumers in a conversation that is valuable to both parties.
Here are some of the most significant data from MarketingSherpa's report:
- Over 70% of marketing professionals and consulted says "agree" or "strongly agree" with that marketing in social media is changing the way organizations communicate. This percentage is even higher (83%) between agencies and communications consultants and public relations.
- The present situation of economic uncertainty the budget devoted to social media is one of the few that will increase during 2009 in most of those responsible for marketing consulted. This is largely due to the mistaken perception that social media projects are "free" (or, at least, only consume resources). By contrast the majority of respondents will reduce its budget on conventional advertising (press, radio and TV).
- The most significant barriers to the adoption of social media are a lack of staff expertise and the difficulty in measuring ROI. Yet curiously the most recognized professionals who have not used these tactics never declared competent or highly competent in the subject.
- With regard to the effectiveness of social media to achieve various objectives of marketing and public relations, over 90% of respondents believed that they are effective in building brand (reputation, fame), while almost the same percentage believed that they are to attract visitors to your website (search engine ranking, increased traffic). The objectives that fall into the category of direct marketing (such as generating leads or sales conversion) are second-class expectations for these tactics. The question then is, why in the middle of recession, when the demand generation is so crucial, companies should invest in some tactics that are more values to create brand? Some believe that social media helps companies build a special relationship with their market, based on dialogue, which will make a difference that when the economy recovers.
In conclusion, the social media marketing tactics with us is difficult to measure fundamentally focused on building brand. But as the report from MarketingSherpa, we have to do is "qualitatively measure the value of the conversations and relationships, and not focus on transactions such as traffic, hits, etc.. The marketers obsessed with following the results of social media are only quantitatively wrong tactics and may end up using much less effective for the desire to measure everything. "
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